Times Internet Study reveals what India read online in 2017

Times Internet today released a study titled, “What India read online in 2017”. The study was conducted by analyzing top stories and time spent on news articles across all Times Internet news properties including The Times of India, The Economic Times, Indiatimes, iDiva, and MensXP. The collective insights from the study capture the interest graph of the Indian online audience and reflect their reading preferences.

Key findings -

· Under business news, wealth remained a popular category in 2017 with more readers, reading and researching on investments in mutual funds, as it became an important income generating avenue for the working class

· Data suggested that men were more health conscious, reading 5x more health-related content than women

· Women read twice as many entertainment-related stories online than men

· Within the news category, readers were most interested in reading about national and city-related news, followed by world news

The number of internet users in India at the end of December 2017 was 481 million with 84%ii of India’s population accessing news content online. Times Internet’s scale and reach covers over 270 million users across various languages and genres, with 50% of India’s online populace reading the content they love on their favorite Times Internet properties.

‘What India Read Online in 2017’, gives marketers a glimpse of what content drew the most amount of interest from Indian internet users in the past year. Armed with such formidable insights, marketers will be able to revisit some of their marketing decisions and aptly fine-tune their digital marketing strategies.